Stoked DSM is an outdoor store that sits in the East Village of Des Moines, Iowa. Collin Smitherman, the owner, and I met at the WTP001 launch party at Dust Collective back in February of this year. Immediately there was a connection around finding more meaning and intention while participating in the apparel and retail industry. I was curious to learn how Collin is thinking about his retail space differently, and was blown away by how his intentional approach is starting to redefine what outdoor retail could look like. Serving customers, building community, and striving to protect the outdoors while doing so. Read on for our full interview with Collin to learn how Stoked is making a difference.

Questions: Colin Behr

Answers: Collin Smitherman

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Can you tell us the story behind Stoked—what sparked the vision, and how has it evolved since opening in East Village?

Stoked started as a simple idea: I wanted to create a space where people who love the outdoors could connect, gear up, and share stories. The vision was sparked by a frustration with fast-paced, consumption-heavy outdoor retail—and a desire to bring something more thoughtful and community-rooted to Des Moines. Since opening in East Village, I’ve evolved from just offering new clothing/gear to becoming a hub for sustainable adventure—adding consignment, buy-back, rentals, and soon, repair. It's been about listening to our customers and evolving with their needs.

What does the name “Stoked” represent to you and the culture you’re building?

“Stoked” is all about that feeling—the buzz of getting outside, discovering new places, or simply finding joy in gear whether it’s well-used or not. It represents optimism, energy, and a deep appreciation for nature and adventure. Culturally, it sets the tone for everything I do: casual, welcoming, and purpose-driven adventures.

"The vision was sparked by a frustration with fast-paced, consumption-heavy outdoor retail—and a desire to bring something more thoughtful and community-rooted to Des Moines."

How do you balance the excitement of offering new outdoor gear with the responsibility of promoting used and repaired goods?

That balance is everything to me. New gear has its place, especially when it meets high sustainability standards—but I’m just as passionate about giving used gear a second life. I approach it as a “gear lifecycle” rather than a straight sales transaction. Our goal is to help people find the right tool for their adventures—new or not—and keep that gear out of landfills as long as possible.

"Our goal is to help people find the right tool for their adventures—new or not—and keep that gear out of landfills as long as possible."

What does sustainability mean to you in the context of an outdoor lifestyle brand?

Sustainability, for us, is about longevity—of gear, of ecosystems, and of community relationships. It’s not just a buzzword. It’s embedded in how I source products, design our space, and educate customers. It means choosing slower growth, encouraging mindful purchasing, and always asking: how can I do better for the planet and the people I serve?

What inspired the launch of your basement consignment and buy-back program for used gear?

Honestly, it was customer demand and a little bit of rebellion. People kept asking if I’d take used gear, and I saw this gap in the market. Most outdoor stores still lean heavily into “new and shiny.” I wanted to flip that script and create a space where well-loved gear is celebrated—not tossed aside. The basement became the perfect place to start that experiment, and it's grown faster than we imagined.

"Sustainability, for us, is about longevity—of gear, of ecosystems, and of community relationships."

What’s been the most surprising or inspiring part of adding that secondhand element to the business?

The stories. Every used jacket or backpack that comes through our doors has a story behind it, and it often sparks conversations between customers. It’s not transactional—it’s connective. Seeing someone pick up a pair of boots that’ve already summited something, and knowing someone will summit something else in them—that’s inspiring.

You’ve spoken about plans for a gear repair service. Where are you in that process, and what kind of impact do you hope it has?

I’m in the prototyping phase—testing out a few services, like zipper repair and patching, and trying to partner with local makers. The ultimate goal is to have an in-house, fully functioning repair service. I want repair to be as normalized as buying something new, and I hope it becomes a trusted community resource. If I can extend the life of even 10% of the gear people think is “done,” that’s a huge win.

"I want repair to be as normalized as buying something new, and I hope it becomes a trusted community resource."

Why is repair—and the preservation of well-worn gear—important to you and your customers?

Because gear has history. There’s pride in patching a jacket instead of tossing it. It’s a mindset shift—from disposable to durable. Our customers don’t just want to consume; they want to care for their gear. And in doing so, they’re caring for the planet too.

How does being rooted in Des Moines influence the way you approach sustainability and community?

Des Moines is the perfect place for what we’re building. It’s big enough to support innovation but small enough to stay grounded in relationships. The outdoor scene here is growing, and people are genuinely interested in doing things differently. My approach to sustainability is shaped by Midwest practicality—make things last, share resources, and support your neighbors.

Do you see Stoked as part of a larger shift in how people think about ownership, adventure, and consumption?

Absolutely. People are rethinking what it means to own something, especially in the outdoor space. Adventure isn’t about having the most expensive gear—it’s about having what you need and using it well. I’m seeing a shift from accumulation to experience, and Stoked wants to be part of that movement.

What’s your vision for the future of retail in outdoor culture—how can brands and shops evolve?

Retail needs to become more circular, more transparent, and more human. I see outdoor shops becoming experience centers—places where people come not just to shop, but to learn, repair, connect, and be inspired. Brands need to take more responsibility for the full life of their products. And shops like mine? I need to lead by example.

What advice would you give to other small retail businesses looking to integrate more sustainable practices?

Start small and start real. You don’t need to overhaul everything overnight. Add a used section, start a take-back program, partner with local artisans. Talk to your customers—they’ll tell you what they care about. Sustainability is a journey, not a destination, and transparency matters more than perfection.

If you could change one thing about the current state of outdoor consumer culture, what would it be?

I’d shift the narrative from “new is better” to “story is better.” Let’s celebrate the scratches, the patches, the trail miles on a pack. Gear should be a partner in adventure, not a fashion statement. If we can embrace that, the entire culture shifts toward something more meaningful and sustainable.

"I’d shift the narrative from “new is better” to “story is better.” Let’s celebrate the scratches, the patches, the trail miles on a pack."

Stoked DSM is located at 518 E Grand Ave, Des Moines, IA 50309. You can find more about them at their website.